Overfinch Sets Up Shop in Virginia, Aims to Make Range Rovers Great Again

Steph Willems
by Steph Willems

This small-scale British invasion is good news for U.S. Range Rover owners whose vehicle just don’t feel exclusive enough.

UK-based Overfinch, which designs and installs mechanical and appearance “enhancements” for Range Rover products, is coming to the small city of Danville, Virginia. The 40-year-old company plans to open new retail outlets, in addition to its product development and engineering facility.

Throughout its history, Overfinch only had eyes for the Range Rover brand. Besides offering interior and exterior appearance mods, customers can order bespoke builds. It’s the go-to shop for the Union Jack-wrapped utility lover.

Its new U.S. headquarters, nestled just north of the North Carolina border, will employ 41 workers, according to WSLS 10. Virginia Governor Terry McAuliffe said Overfinch will invest $1.82 million to set up the manufacturing facility. The money covers construction of an assembly and conversion workshop, vehicle servicing and diagnostics area, and a parts warehouse.

Two grants totaling $400,000 helped Virginia land the upfitter, instead of rial bidder California. Overfinch plans to boost its image by presenting at next month’s 2016 Pebble Beach Concours D’Elegance.

The time was right for an expansion, said the company’s chairman.

“Demand for Overfinch in the USA has grown enormously in the past five years,” said company chairman Kevin Sloan in a release. “Until now, our international clients have been served by a combination of local distributors and UK-based conversion teams.”

To find buyers for its Danville-built product, the company plans to open boutique retail outlets in New York State, Los Angeles and Miami.

[Image: Overfinch]

Steph Willems
Steph Willems

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  • TonyJZX TonyJZX on Jul 30, 2016

    Overfinch would be a slam dunk for the affluent American market. They are famous for adding 50% to the price of the most expensive Range Rovers and adding bespoke woodwork leather liquor cabinets and shotguns shelving. That would suit Americans to a tee. Replace the double barrel shotguns with AR15s.

    • See 2 previous
    • RobertRyan RobertRyan on Jul 30, 2016

      @TonyJZX Same thing is happening with the RV Industry here, not correlated to the general market. A builder of Off Road, Luxury Caravans,was surprised that people were not interested in his sub $80,000 offerings at a Trade Show, but all his models above that. He sold 20 from that one show. There are roughly 150 Manufacturers of Caravans alone, not counting all other RV types here. So that market is very hot.

  • Maymar Maymar on Jul 30, 2016

    Want to make Range Rover great again? Stop making tasteless shit that'll be as out of date in 5 years as a Trump reference. Overfinch used to be capable of that. No, the word you're looking for is Lucrative, and they should succeed at that. What good is having money if people can't see you have money? They're perfectly primed for that type of buyer (re. the people who all originally bought Range Rover Sports and need something to grow into). The only tricky part is they're already competing against the RR Sport SVR, and its stupid body kit and "no, I'm really an angry Jag F-Type!" exhaust note.

  • Sector 5 Sector 5 on Jul 30, 2016

    Why don't they Overfinch for F150's. Now there's a real market prospect.

    • MeaMaximaCulpa MeaMaximaCulpa on Jul 30, 2016

      If they went back to their roots and did something like installing an al aluminium big block V8 in the F150 and worked over the interior I'd give them my personal, but useless, endorsement. If they gave the F150 an IRS and air ride suspension I'd include them in my prayers as well.

  • Cornellier Cornellier on Jul 30, 2016

    From the above, "Overfinch" is like a make-up company? Specialists in putting lipstick on a pig?

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